ANALYSIS AND PRESENTATION TEST 1

Test Instructions

Background Your client is one of the largest players within the hot drinks industry with a focus on
coffee products. They are keen to understand the trends in the German market.
Ultimately, the client wants an overview of the immediate and short-term opportunities
to further penetrate the German market in order to plan for their business strategy in
the near future.

Expected output Your objective is to complete a brief management summary (two slides present in this
deck) in PowerPoint to give a snapshot of the German coffee market. Making use of the
qualitative and quantitative information provided, please provide analysis on the
following:
• Market overview
• Key market trends including
• Demographic profile of consumers
• Trends shaping the market
• Key players and what they’re doing

Documents Documents provided:

• Excel workbook with relevant market data
• Related extracts from relevant country reports

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ANALYSIS AND PRESENTATION TEST 2

General test instructions

Preparation • You have one day to create your presentation and share it with the interviewer
ahead of the session
• Make assumptions where required and please call these out clearly during the
presentation
• Although you can, it is not necessary to complement research with other sources
of information

Assessment We will assess your:

• professional interpretation of the data provided
• ability to engage the audience and handle questions
• the effectiveness of your delivery in addressing client objectives

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COFFEE IN GERMANY

PPT test: [Avinash Saini]

Date: 24 Jan, 2020

 ANALYSIS AND PRESENTATION TEST
4
Market overview
Key takeaway
6,000 4%

5,000
3%
Market size, EUR million

4,000

Y-o-y growth
2%
3,000
1%
2,000

0%
1,000

- -1%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Fresh Coffee Instant Coffee Coffee y-o-y growth

Market Snapshot
 Analysis
 The Germany coffee market was Valued at 5089 million Euro in 2019 and it is projected to be worth 5734 million euro by 2023, by
registering a CAGR of 3.6% during the forecasted period (2013-2023).
 Fresh coffee beans outperform Instant coffee in terms in market value.
 According to the projection, the Y-O-Y growth of coffee market in Germany would be stable and will grow at the rate of 2.5%-4% in the
next five years.
 The fresh Coffee market is very large in comparison to Instant coffee market and shows the promising growth in the coming years.

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 ANALYSIS AND PRESENTATION TEST
5
Report summary
Key takeaway

Consumer Segmentation and Behaviour Analysis

1 Despite the increasing ageing population, Germany will become the most populated
country. The women are more focussed about their education and Career. Healthy living
will find growing opportunities in Germany.

Product Analysis
2 The growth of fresh coffee beans has been increase because of their freshness and quality.
Significant innovation dynamics opportunity in Coffee bean makes it popular. In present
scenario Sustainability of pods and authencity of composability claim is the main challenge.

Purchase Situation Analysis

3 Newer retailing channels (E-commerce) within hot drinks and is being used more widely
as a way of offering consumers’ convenience when making a purchase. Increasing number
of retailer will offer their product online to encourage people to purchase coffee online.

Competitive Landscape
4 The Established and new player are benefitted from the local brands as consumers’ desire
is changes to purchase branded coffee at high price. All the major player performed well in
the market and align their corporate strategy to capture market share in fresh Coffee Bean.

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